Group
Bacardi Martini
Market
Wines & Spirits
Category
Innovation
Are you familiar with the phenomenon of binge drinking?
Binge drinking, or drinking in an excessive way without pleasure, is what Slow Drinking is fighting against. Slow Drinking is the Bacardi Martini alcohol group's program to raise awareness of moderate alcohol consumption. Its goal is to change the way people think about alcohol, and in particular the social pressure to consume it among young people.
After 10 years of awareness raising, Bacardi Martini's Slow Drinking program needed to make an even stronger impact and to perpetuate its actions with a daily and lasting engagement from its audience.
How can a digital strategy help change routines, beyond changing mentalities?
Moderation as a daily enhancer
Moderation as a daily enhancer
1.
Nudge : Creation of an AI companion on Whatsapp : Fabio, barman
What could be better than a Whatsapp chatbot to effectively nudge the awareness program with Gen Z, in a daily and sustainable way. Powered by artificial intelligence, the chatbot adapts to the requests and answers of each of its interlocutors. Moderation tips, recipes, bartending tips and jokes... Fabio is available 24/7 to help young people in their transition to moderation. Always with kindness and empathy.
2.
Social media as a participative media
Because no one can speak better to Gen Z than Gen Z itself, the agency decided to make the Slow Drinking movement collaborative with its large community. Posts co-created with them, collaboration with memers, opening debates, re-use of the best comments etc.
3.
For a common growth
Thanks to Slow Drinking's collaborative approach to social networks, its content is growing with each publication, always more in line with the daily reality of Gen Z and its culture. At the same time, the Slow Drinking team has access to a rich set of insights and data thanks to its community, much like a lab.
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Activated countries
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Global Followers
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Engagement
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